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Bus 290: Chapter 10

Bus 290: Chapter 10. E-Commerce: Digital Markets & Digital Goods. Learning Objectives. Unique features of e-commerce & digital markets Principle e-commerce business & revenue models How has e-Commerce transformed marketing Effect on B2B transactions

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Bus 290: Chapter 10

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  1. Bus 290: Chapter 10 E-Commerce: Digital Markets & Digital Goods

  2. Learning Objectives • Unique features of e-commerce & digital markets • Principle e-commerce business & revenue models • How has e-Commerce transformed marketing • Effect on B2B transactions • Role of mobile commerce in business, what are the key m-commerce applications • Issues in building an e-commerce website

  3. E-Commerce • Buying & selling using electronic media • 1995 Netscape.com took first ads … to now • Dot-com bubble • Internet access • Stores not available in your town but.. • Stores that are available but … • Product selection • Pricing • Convenience

  4. Some fancy words • Ubiquity • Transactions costs • Global reach • Richness of the message • Interactivity • Personalized communication • Price discrimination

  5. Why shop online? • Cheaper to search • Faster to search • Convenient to shop • More variety • Cheaper • Fewer intermediaries (Disintermediation) • Dynamic pricing • Easier comparison • Digital goods

  6. But .. • Not a social activity • No trial possible • Harder to return goods (is it?) • Security concerns • Shipping costs • Will you get what you thought you bought

  7. Some terminology • B2B • B2C • B2G • C2C • Portals (news, games, shopping, etc) • Bricks to clicks • Channel Conflict

  8. More … • Transaction brokers .. E-trade • Service providers (SAAS, apps) • Community providers • Content providers … i-tunes

  9. Revenue Models • Advertising Revenue • Sales Revenue • Subscription Revenue • Free/Freemium revenue • Transaction Fee revenue • Affiliate revenue

  10. Social networking • Facebook • Twitter • Pintrest • Myspace • ….. • Feeding on each other’s ideas/wisdom

  11. More • Social Shopping Sites • Kaboodle, ThisNext, Wishabi • The Wisdom of Crowds • A giant focus group • Advice & solutions • Crowdsourcing • Prediction markets

  12. E-commerce Advertising • Search engine • Display ads • Classifieds • Rich media • Affiliate • Video • Sponsorships • E-mail

  13. More Marketing • Behavioural targeting • Click-streams • B2B and EDI • Ordering, billing/invoices, shipping info, payment • Faster, cheaper, more accurate • Various variations • Private industry networks • Net marketplaces or e-hubs (10-8) • Exchanges (privately owned e-hubs)

  14. M-commerce • Smart phones, Kindles etc • Fastest growing area • GPS • Banking • Snipsnap • Games/entertainment

  15. Website Design • “Beauty is in the eye of the beholder” • Reputation/recognition • Access speed • Content • Page layout • Navigability • E-commerce capabilities • Shopper friendliness

  16. Building a E-commerce website • See Table 10-7 Page 339 • In-house vs. outsource • Templates available • Cost-benefit • Hosting • From cheap to expensive

  17. Homework • Decision problem 1 • Discussion problem 2

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